Activating Creative Talent (ACT) - Peace Day Event

We worked closely with Activating Creative Talent (ACT) as part of International Peace Day to raise the profile of their Peace Day event in memory of the two young men from Birmingham who were fatally stabbed in 2012 and 2013.

The aim of the event was to promote awareness of knife crime and youth violence in the Birmingham region and to encourage people to attend the event and raise money to fund knife awareness projects throughout the region.

We liaised with the local media to secure two broadcast interviews with both ITV central and BBC Midlands Today to highlight the dangers and consequences of carrying a knife. We also arranged interviews for members of ACT with three local radio stations in particular Capital FM with the majority of its listeners aged between 15-34 years old (thisisglobal.com) who we wanted to encourage to attend the event. With this campaign being very emotive covering sensitive issues, we were tasked with ensuring that spokespeople stayed on point and were composed during interviews, ensuring that they highlighted the message of knife awareness.

We also drafted and issued a press release to all local regional media including both print and online to encourage attendance on the day.

Results: We received over 25 pieces of coverage including regional broadcast (BBC Midlands Today and ITV Central) local radio and local press including online and offline. We also received social media covering including Facebook, Twitter and local blogs.

Estimated 35,000 people were made aware of Peace Day through the Peace ACT Week and 500 people came together to celebrate Peace Day and take a stand against youth violence in the West Midlands.

The campaign, ACT raised £3,000 which will go towards knife awareness projects including presentations at school assemblies and workshops throughout Birmingham.